Levi Roots is the Dragon associated with founding Reggae Reggae Sauce.
Roots, whose real name is Keith Valentine Graham, presented his sauce on Dragons' Den in 2007. The pitch became one of the programme's most memorable, and the sauce developed into a broader food brand sold under the Reggae Reggae name.
The recipe is a Jamaican-style jerk barbecue sauce. Roots had a background as a reggae musician before becoming a food entrepreneur, and his brand combined Caribbean flavours with music-inspired presentation and marketing.
Some accounts describe the business as being founded by Levi Roots while also discussing the role of his family in developing the recipe and brand. The canonical public identity of the entrepreneur behind Reggae Reggae Sauce is therefore Levi Roots, rather than the name of a separate Dragon investor.